The first part of the collection will be in stores in mid-april (spring collection), the second part in may (summer collection: swimwear, hotpants, towels, totes, etc.). There will also be a men’s collection. The materials are more luxurious than the regular H&M clothes and the prices are also (much) higher. The collection, including TV adds, will be modelled by the Polish-born Daria Werbowy.